SMALL WORLD MACHINES

Short List
TitleSMALL WORLD MACHINES
ClientCOCA-COLA
Product / ServiceCOCA-COLA
CategoryA03. Best Use of Live Events and/or Celebrity Endorsement
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency 2 LEO BURNETT CHICAGO, USA

The Campaign

Divided by decades of conflict, including 3 major wars, the border between India and Pakistan was the backdrop of a unique experiment by Coca-Cola to bring to life its new global strategy ‘Crazy for Good.’ The aim was to prove that a moment of happiness has the power to bring the whole world closer together. To do this Coca-Cola commissioned the development of a never-before-seen innovation that would connect the two troubled nations like never before: Small World Machines. Equipped with groundbreaking touchscreens invented for the campaign, the machines opened a portal between the countries, allowing people, for the very first time, to connect eye to eye while physically interacting. Sending messages of peace, love and happiness, participants were rewarded with bespoke Coca-Cola cans featuring the languages of both countries. To achieve all this required the overcoming of incredible obstacles. First there was the invention of the technology, which took 12 months. Then there were the 2 countries themselves. Permanent political tensions mean internet traffic between them is often nonexistent. Electricity blackouts are common. Internet speeds are slow. And conflict meant the first attempt to connect had to be aborted. In short, the project was nearly impossible. But the lure of success was irresistible. Nothing like it had ever been achieved by a brand. But if any brand was meant to make it happen, it was Coca-Cola, the brand that stands for shared happiness. The connection would be a story the whole world would hear and share.

The Brief

The goal was to prove that a moment of happiness can bring the whole world closer together. It was a message that we wanted to share with India, Pakistan and the world because it’s a message that would have meaning wherever Coca-Cola is sold.

Results

• OVER 18.5 MILLION TOTAL REACH across Facebook and Twitter. • 4860 unique mentions online from news websites TV broadcasts, blogs and forums. • 25% increase in worldwide mentions of Coke or Coca-Cola within Tweets. • Trending in the Top 10 on both YouTube and Twitter. • Broke a traffic record by over 2x at coca-colacompany.com with an average of 5.5mins spent on site. • Pakistanis and Indians spent the most time on site with 9:33mins and 7:38mins respectively. • Sharing from coca-colacompany.com beat any previous Coca-Cola Story by over 500% And most importantly over 55% of total reach came from India and Pakistan, showing that the social discussion of togetherness and peace is happening with the right people. Currently over 1.4 million views on YouTube.

Execution

The project was 12 months in the making due to the difficulty of creating the technology that had never existed before. It began with an online teaser, hinting that something unique was coming to India and Pakistan. Because of the politics of the region it took two attempts to bring the experience to fruition, the first attempt being aborted due to political turmoil. Nevertheless, we peristed, drawing people to the event through posters and social media. Eventually, and just before more political unrest, the machines were turned on. For 3 days, over 600 people put aside their differences and made a friend across the border.

The Situation

Coca-Cola wanted to bring its new global strategy, ‘Crazy for Good’ to life in a way that would capture the attention of the world. So we chose to bring happiness to two nations who, traditionally, share little more than a border: India and Pakistan, nations who have been divided by over 66 years of conflict. Bringing them together would reinforce Coca-Cola’s brand values in a new and powerful way.

The Strategy

The intent of the campaign was to bring to life Coca-Cola’s new global strategy ‘Crazy for Good’. It’s a brand message we want to carry across every border in the world. The campaign began with a online teaser video and culminates in an online film of the experience, promoted in every market, spreading the optimistic and universal message that what unites us is stronger than what divides us.

Credits

Name Company Position
Song Zu Song Zu Music Company
Highlight Films Highlight Films Production Company
The Super Group The Super Group Production Company
Angus Forbes Leo Burnett Sydney 2nd Unit Director
Patrick Fileti Leo Burnett Sydney Editor
Patrick Fileti Leo Burnett Sydney Director
Katie Nikolaus Leo Burnett Chicago Account Director
Bob Raidt Leo Burnett Chicago Account Supervisor
Stephen Clark Leo Burnett Chicago Producer
Adrian Gunadi Leo Burnett Sydney Executive Producer
Brendan Crich/Scott North/Keong Seet Leo Burnett Sydney/Chicago Creative Technologists
Chad Mirshak Leo Burnett Chicago Director - Creative Technology
Omari Miller/John-Henry Pajak/Dave Mugford Leo Burnett Chicago/Sydney Designers
Iggy Rodriguez Leo Burnett Sydney Copywriter
Justin Carew/Andy Dilallo Leo Burnett Sydney Art Directors
Dave Loew/Jon Wyville Leo Burnett Chicago Creative Directors
Grant Mcaloon/Vince Lagana Leo Burnett Sydney Creative Directors
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Mark Tutssel Leo Burnett Chicago Global Chief Creative Officer
Sebastian Garin Creative Director